Saurabh Project

8/2/2019 Saurabh Project

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ON

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DIPLOMA

OF

PGDM APPROVED BY AICTE

SAURABH KUMAR SINGH

08CBSPGDM 49

PGDM-III SEM

UNDER THE SUPERVISION OF

MS. Dr.ARTI MAHENDRU

CHANDIGARH BUSINESS SCHOOL, LANDARN, MOHALI

2008-2010


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Certificate of Supervisor

This is to certify that Mr. govind yadav Roll No jjepg1046 pgdbm has completed

the Summer Project Titled A REPORT ON BRAND PREFERENCE OF COCA

COLA PRODUCTS, AVAILABILITY IN THE MARKET& PRODUCT EXECUTION .

Supervisors signature

Supervisors name: ARTI MAHENDRU

Supervisors Designation: ASSIT.

PROFFESOR

Date:

Place:

Forwarded for evaluation by the Dean:

(Deans Signature)

Seal of the Dean


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Declaration

I hereby declare that the research project report titled A REPORT ON BRAND

PREFERENCE OF COCA COLA PRODUCTS, AVAILABILITY IN THE MARKET&

PRODUCT EXECUTION is my own original research work and this report has

not been submitted to any University/Institute for the award of any professional

degree or diploma.

Date: Govind Yadav

Place:


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ACKNOWLEDGEMENT


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After every success of student, there is successful teacher. When we look b back we

can always feel the pressure of our esteem teacher and supervision Ms. Dr ARTI

MAHENDRU by our side. We are indebted to her for the painstaking guidance,

innovative ideas and constructive suggestions which have been a constant source of

inspiration for us throughout this work.

We express our utmost gratitude to DR. (COL) SPS BEDI, director, Chandigarh

Business School (landran) Mohali, for providing us requisite research facilities.

We shorts of words thank Mr. SUSHIL PATEL and Mr. RAM SINGH for their efforts

to bring this work into the present form .Our special thanks to Ms. Dr ARTI

MAHENDRU.

Words are too inapt to express our feeling about our encouraging parents and

friends.

We bow our head of almighty for it is only by his grace that we could see new

horizons in realization of our dreams.

ALL CAN NOT BE MENTIONED

BUT NONE IS FORGOTTEN

DATE: Govind yadav


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PREFACE

Summer Training is business organization in fuse among student a sense of critical

analysis of the real managerial situation to which they are exposed. This gins them

an opportunity to apply their conceptual theoretical & imaginative skills in a real life

situations and to evaluate the results there of.

HINDUSTAN COCA COLA BEVERAGES PVT.LTD. Is a name renowned in Soft

drink market, it is The Largest Soft Drink company in world. While my one month of

summer training, I surveyed specialized area to know the investors knowledge,

awareness, transactions in securities/stocks and their satisfaction level with their

current broker and stock exchanges.

Practical training through experts of HINDUSTAN COCA COLA BEVERAGES

PVT.LTD gave me actual input to fulfill my real aim.

This report is the written account of what I learnt experienced during my training. I

wish those going through it will not only find it real but also get useful information.


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Hindustan Coca Cola Beverages Private LimitedMehandiganj, Rajatalab, Varanasi-221311

To Whom So Ever It May Concern

This is to Certify that Mr.Govind yadav from the Sri Bhagawan mahavir jain

college bangalore has Successfully Completed his Summer Internship on the Topic

Brand Preference of Coca-Cola Products, Availability in the Market & Product

Execution from 15 April to 15th May, in East U.P. for Coca-Cola Beverages

Private Limited. Varanasi.

We wish him for future endeavors for-Hindustan Coca-Cola Bev. Pvt. Ltd.

Govind yadav

(Capability Development Execution)

HCCBPL East U.P.

Regd. Office: 13, Abdul Fazal Road, Bangali Market,

New Delhi- 110001


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CHAPTERISATION

Index Page No

Certificate issued by Project Guide/Supervisor 1

Declaration 2

Acknowledgements 3

Preface 4

Certificate issued by the Organization 5

Contents

Organization Profile & History 19-23

Topic An Overview

24-27

System(s) concerned with the topic in Vogue in the Organization

28-33

Objectives of The Project

34

Methodology

34


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Research Design

35

-Sample size

35

-Sample Units

35

-Types of sampling

36

Source(s) of Data

37

-Primary data 37

-Secondary data

37

Tools used for Data collection

37

Techniques used for Data analysis

37

Analysis & Interpretation

38-49


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Findings

50

Conclusion

51

Limitation

51

Suggestions/Recommendations

52-53

Scope

53-55

Bibliography / References

55

Appendix(ces)

55-71


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ORGANIZATION PROFILE

& HISTORY

In May 1886, Coca - Cola was invented by Doctor John Pemberton a pharmacist

from Atlanta, Georgia. John Pemberton concocted the Coca -Cola formula in a

three - legged brass kettle in his backyard. The name was suggestion given

John Temberton's bookkeeper frank Robinson.

Being a bookkeeper Frank Robinson also had excellent penmanship it was he who

first "coca cola" into the flowing latter's which has become the famous logo of

today.

The soft drink was first sold to the public at the soda fountain in Jacob's

Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were each day. Sales for that first year added

up to total of $ 50. The funny thing was that it cost John Pemberton over $ 70 in

expanses, so the first year of sales was a loss.

Until 1905, the soft drink, marketed as a tonic contained extracts to cocaine as

well as the caffeine - rich kola nut


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By the late 1890s, Coca - Cola was one of America's most popular fountain

drinks. With another Atlanta pharmacist, As a Griggs Candler, at the helm, the

Coca - Cola Company increased syrup sales by over 400 % between 1890 and

1900. Advertising was an important factor in Pemberton and Candler's success

and by the turn of the century, the drink was sold across the United States and

Canada. Around the same time, the comp ant began selling syrup to independent

bottling companies licensed to sell the drink. Even today, the US soft drink

industry is organized on this principle.

Until the 1960s, both small town and big city dwellers enjoyed carbonated

beverages at the local soda fountain or ice-cream saloon. Often housed in the drug

store, the soda fountain counter served as a meeting place for people of all ages.

Often combined with lunch counters, the soda fountain declined in popularity as

commercial ice cream, bottled soft drinks, and fast food restaurants came to the fore.

On April 23, 1985, the trade secret "New Coke" formula was released. Today,

products of the Coca - Cola Company are consumed at the rate of more than one

billion drinks per day.

Thums-Up:

Thums-Up is a leading carbonated soft drink trusted brand in India. Originally,

introduced in 1977, Thums-Up was acquired by the Coca-Cola Company in

1993.


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THE COCA-COLA BUSINESS IN INDIA

While the Coca - Cola Company is a global company with some of the world's most

widely recognized brands, the Coca - Cola business in India, as an each country

were we operate, is a local business. Our beverages are produced locally, employing

Indians citizens, our product range and marketing reflect Indian tastes and life

styles, and we are deeply involved in the life of the local communities in which we

operate.

FAST FACT

Population : 1 billion

Share of sales: The Company leads the CSD market with a nearly 60

percent share of sales.

Annual per capita

Consumption: Nine (eight-ounce servings).

System employment: Approximately 10,000 people.

System investment: More than US$1 billion since 1993.

.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies

necessitated its departure. Coca-Cola made its return to the country in 1993 and


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made significant investments to ensure that the beverage is available to more and

more people, even in the remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten years has captured the

imagination of the nation, building strong associations with cricket, the thriving

cinema industry, music etc. Coca-Cola has been very strongly associated with

cricket, sponsoring the World Cup in 1996 and various other tournaments, including

the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns

Jo Chaho Ho Jaye and Life Ho To Aisi were very popular and had entered the

youth's vocabulary. In 2002, Coca - Cola launched the campaign "Thanda Matlab

Coca-Cola" which sky-rocketed the brand to make it India's favorite soft-drinkbrand. In 2003, Coke was available for just Rs. 5 across the country and this pricing

initiative together with improved distribution ensured that all brands in the portfolio

grew leaps and bounds.

Coca-Cola had signed on various celebrities including movie stars such as Karishma

Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in

the past and today, its brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek

Oberoi and cricketer Virendra Sehwag.

INVESTMENT, EMPLOYMENT AND ECONOMICS IMPACT

Coca - Cola India has made significant investment to build and continually

improve its business in India, including new production facilities, waste water

treatment plants, and distribution systems and marketing equipment. Drugging the

past decades, the Coca - Cola system has invested more than US$ 1 billion in India.
http://india.as/http://india.as/


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As such Coca - Cola is one of the countries top international investors. In2003,

Coca - Cola India pledged to invest further US $ 100 million in its operations.

The Coca - Cola business system directly employees approximately 10,000 local

people in India. In addition, several independent studies have documented that, by

providing opportunities for local enterprises, the Coca -Cola business also

generates a significant employment "multiplier effect". In India, we indirectly create

employment for more than 1,25,000 people in related industries through our vast

procurement, supply and distribution.

BOTTLING OPERATIONThe Coca - Cola system in India comprises 27 wholly owned company -owned

bottling operations and another 17 franchises - owned bottling operations. A network

of 29 contract-packers also manufactures a range of products for the company.

Almost all the goods and services required to produce and market Coca -Cola in

India are made locally, sometimes with the help of technology and skills from the

company. The complexity of the Indian market is reflected in the distribution

fleet, which includes 10-tonne trucks, open-bay trademarked tricycles and

pushcarts.

PRODUCTS

Leading Indian brands Thums-Up, Limca, Maaza, Citra and Gold Spot join the

company's international family of brands, including Coca - Cola, Diet Coke, Sprite

and Fanta, plus the Schweppes product range. Our Kinley water brand was

launched in 2000 and, in 2001, our energy drink shook and our first powdered

concentrate, sun fill, hit the market.

Annul per capita consumption of soft drinks in India is nine 8-ounce.
http://india.as/http://investors.in/http://india.in/http://investors.in/http://india.in/http://india.as/


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MARKETING

While broad direction and themes for our global brands are created at a global level,

specific marketing programmes for our product are determined locally. in early

2003, Coca - Cola India collected advertiser of the year and campaign of the

year awards for the Thanda Matlab Coca - Cola al l media campaign. Innovation

has been the hallmark of other marketing campaigns, with the company racking up

"first" in the introduction of canned and PET soft drink, vending machines and

backpack dispensers for crowds of cricket supporters.

QUALITYWe consider the consistent high quality of our beverages to be one of our

business primary assets. In India, as in each country where we produce our

beverages, the Coca - Cola system adheres not only to national laws on food

processing and labeling, but also to our own strict standards for exceotional

quality. In every thing we do, from the selection of ingredients to the

production of our beverages and their delivery to the market place, we use our

specialized quality management system, the Coca - Cola quality system, toensure that we are offering consumers only the highest quality products. We

monitor our success through our customer and consumer feedback and our in-

trade monitoring programmes, and this information enables us to continuously

improve our already demanding system.

COCA-COLA AND THE COMMUNITY

At Coca - Cola we have a long standing belief that everyone who touches our

business should benefit. That basic proposition that our business should bring

benefit and refreshment is central to the way we operate in Communities around the

world. Coca - Cola India provides extensive support for community programmes

across the country, with a focus on education, health and rainwater harvesting, all
http://locally.in/http://quality.in/http://locally.in/http://quality.in/


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key priorities of the Indian government which has recognized the company's

efforts with a several awards.

Education: Coca - Cola India is supporting community - based primary

education project setup to provide educational opportunities to marginalized children

in slums and villages. To data, the projects has benefited 50 schools, 1000 of

students, over 5,00,000 villagers and over 10,000 slum dwellers, as well as several

village near Coca - Cola bottling.

Environment : Coca - Cola India is supporting community - based rainwater

harvesting projects in rural and urban areas to help restore water levels and

promote community education in ways to conserve natural resources. These

initiatives have a benefited over 10,000 Delhi residents, as well as local community

members, both in areas surrounding Coca - Cola bottling plants and else where.

Healthcare: Coca - Cola India is partnering with NGOs as well as St. John's

Ambulance Brigade (Red Cross) to provide free medical facil ities and

information to poor people who cannot afford to visit hospital facilities. These effortsare helping tens of thousands of under privileged people in seven states in India,

as well as several villages near Coca - Cola bottling plants.

The company has also supported a range of other national initiatives, such as a

major polio-eradication drive and drought-relief programme, in addition to support

towards the national cricket championship for the blind, and national athletics

meetings for the physically challenged.

BUSINESS OVERVIEW


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Introduction:

Coca - Cola, the world's most famous brand completing

121st year of its existence on 8 th May this year. Today

the Company is an unquestionable leader in the world

business of non-alcoholic beverages. Coca - Cola is

the world's largest selling soft drink and arguably the

most successful product ever marketed in the history

of commerce. More than one bil lion servings of

Coca-Cola products are consumed everyday aroundthe world in more than 200 countries.

In India, Coca - Cola operates through the Coca -

Cola India Division Office situated at Gurgaon near

New Delhi. Hindustan Coca - Cola Beverages Private

Limited is the fully owned subsidiary of the Coca -

Cola India which runs a number of bottling plants all

over India.

Hindustan Coca - Cola Beverages Private Limited,

Varanasi is one of the key unit in East U.P. This unit

is situated at approximately 18 KM from the city and

40 KM from the nearest airport of Varanasi. The unit

has a single bottling line of 600 bottles per minute

capacity. Almost all brands of Coca - Cola Company,

prominent amongst them, Coca Cola, Thums-Up,

Limca, Fanta, Sprite, Kinley Soda etc., are

manufactured here. The sizes of the packaging vary

from 200 ml, 300 m1 to 1 liter capacity. Returnable


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glass bottle (RGB) is the only package used. Glass

bottles are handled in plastic reusable crates. Thus

there is no any significant environmental impact

because of packaging.

The raw materials used are Water, Sugar, Concentrate

and Carbon Di-Oxide. Concentrate plant near Pune

supplies the Concentrate to this bottling unit.

The wastes generated during the manufacturing process

are mainly wastewater and non-hazardous solidwaste in saleable and non-saleable category. Saleable

waste includes broken glass, plastics, papers, gunny

bags, metal scrap and other miscellaneous waste.

Obviously the saleable waste is recycled or reused

as raw material to businesses and industrial activities

and has no adverse environmental impact. Non-

saleable waste consists of biological ETP Sludge,

used carbon, garbage and canteen waste etc. The

quantity of this non-saleable solid waste is very little

as compared to the total waste and the waste is also

non-hazardous in character.

No on-site burial or burning of waste is carried out.

Manufacturing Process:

We at Coca - Cola are committed to manufacture our

products with utmost care and with quality at top priority

which makes it the world leader in soft drink industry.


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Following is an over view of the stringent processes

adopted in manufacturing before our quality product

reaches finally to our proud consumers.

Water Treatment :

We at HCCBPL Varanasi follow a batch treatment

process for water treatment which includes coagulation &

flocculation. The method ensures disinfection and

settling of all macro impurities and thereafter it is

passed to sand, carbon filters to remove off odor, off

color, off taste and thus it is strictly bought in line withthe WHO requirements. We are also using state of the

art -micron filtration process where the water is filtered

up to the extent of 1 micron before it is fed to the

process.

This extensive treatment of water under strict

monitoring and sampling for quality leads to pure

hygienic water with the highest quality meeting the

Coca - Cola standards.

Syrup Preparation:

Coca - Cola uses the highest quality of sugar which is

controlled and ensured by it's stringent prelaid

standards, which serves as the strict criteria before

acceptance of a lot. To ensure high quality of syrup, it

is subjected to hot treatment wherein it is given a

contact t ime with hyflo and carbon at elevated

temperatures. It is then passes through a filter press


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which removes the carbon particles and other

impurities before it declared fit for concentrate mixing.

All this process takes place under a strict vigil by the

quality department which maintains the appropriate

records of the numerous tests carried out in the entire

process which makes it a foolproof process.

In the ready syrup tank the predecided quantity of

concentrate is mixed to the simple syrup in very strict

hygienic conditions to yield final syrup. The entire syrup

manufacturing

area is maintained under a constantpositive pressure which rules out the possibility of any

external particle entering into the process room.

Container Washing:

Container washing has been identified as one of the major

critical control point in the entire manufacturing process

& thats the reason that company has laid some of theverystringent and foolproof systems which ensures Coca

- Cola product to be of the highest quality and reflects our

commitment towards delivering the best in class product

to the consumers.

The bottles received from the market are loaded on

the conveyor by the uncasing machine and the arrays of

unwashed bottles passes through the four pre-wash

inspection, stations which ensures removal of rusty neck

bottle excessively dirty bottles, bottles carrying foreign

matter, foreign bottles. And thus the good bottles


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passes into the bottle washing machine which uses

intensive mechanical and chemical processes to clean and

disinfect the bottles thoroughly and ensure the bottles to

be ready for filling. However as an additional safety, there

is again a post wash inspection station comprising of 4

sub stations, which ensures removal of the chip

necked bottles and suspected bottles from the lot. Thus

the bottles are subjected to series of stringent inspections

before it is fed to the filler for filling

Mixing, Proportioning:Proportioning is basically a process where ready syrup is

diluted in a predetermined fixed proportion with water and

carbonated to result into beverage conforming strictly to

company's norms and specifications. It is carried out by

an Italian Machine - MOJONNIER.

Filling & Crowning:

The chilled carbonated beverage fed by the

MOJONNIER is filled into the bottles through a rotary

machine named FILLER. The bottles are immediately

crowned by crowner (adjacent to the filler) and

thereafter the bottles passes through the Date Coding

machine which enable the consumer to be 100 percent

sure of consuming a perfectly safe and fresh product.

Final Inspection:


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After date coding, there is once again a final inspection

station where light inspectors remove all low or high filled

bottles and permit only the saleable product to pass

through for casing to the caser machine.

Managing the waste water:

Production lines generate waste water from bottle

washers, Syrup and Filler rooms. Entire wastewater

generated is treated at Waste Water Treatment Plant and

discharged through an 800 meters long pipeline specially

laid to discharge the treated waste water away frominhabited areas. Part of this water is being used for

gardening purposes within the plant premises.

Market and Customers:

Once the finished product is ready, it is transported to

distribution centers and then to retail outlets by way ofroute trucks. The consumers buy the soft drinks from the

retailer outlets. The empty bottles are simultaneously

collected by the

distribution channel at the time of dispensing the finished product.

Suppliers and Other Business Partners:

Other than water and concentrate, bottling operation

requires Sugar, C02, bottles, crates and other

miscellaneous material. The Coca - Cola India Division

has a Supplier authorization program where suppliers are


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authorized based on a defined criterion. Environmental

considerations are amongst the critical of these criterions.

Employees, Plant and Machinery:

The no. of total unit employees is approximately 113 & in

summer season, which is a peak season for sale of soft

drinks, the plant works for three-shift operation round the

clock.

The overall educational level of the employees is good and

they obviously have a good expertise in water treatmentand purification processes. Extensive in-house training

programs are conducted to maintain the competency

of the manpower in respective areas. The plant and

machinery consists of state of art bottling machinery

and test equipment to get consistent quality product

at the optimum usage of raw materials. The plant also

has an extensive quality test laboratory with equipment

like spectrophotometer, density meter, micro lab etc. to

conduct on the spot tests at various stages of production.

A typical bottling line wi ll consist of uncaser-pre

wash inspection station - conveyers - bottle washer -

post wash bottle inspection station filler - final light

inspection station - conveyor -and caser. Water

treatment plant supplies treated water for beverages

and syrup preparation. Plant utilities support the

production fulfilling the requirement of compressed air,

refrigeration, power and steam supply.
http://etc.to/http://etc.to/


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CriticalSuccess factors as perceived by the

organization:

Critical success factors that the company has identified

are Product quality, availability, affordability, and

freshness of the product.

In the words of Mr. Doug Daft, "The Coca - Cola

Company exists to benefit and refresh everyone who is

touched by our business."

The Company believes that good environmental

performance and environmental leadership will make

its operations more efficient, cost effective and lead

to high quality product. It also believes that good

environmental performance will enhance its

community relations and leadership in the market

place.

The eKO policy clearly states that "We will conduct

our business in ways that protect, preserve and

enhance the environment"

In the words of the Chairman of the Coca - Cola

Company.

"Implementation of Coca - Cola Environment

Management System, eKO system, throughout our

organization will help us to protect and grow our business


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through continued environmental leadership. This

management system should be the part of the annual

business planning process of all groups, divisions

and bottlers in our system. I encourage all company

associates to use the eKO system to help us

continue to improve our record of environmental

excellence."

Topic An Overview


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INTRODUCTION ABOUT THE PROJECT

Segmented Market:Geographical Segmentation Region Wise

Target Market:

East Market According To the Situation of Coca Cola Plant,

Rajatalab, Varanasi

Targeted Area:Orderly Bazar, Shivpur, Harauwa, Police Line, Nadesar, Sader Bazar,

Chaukaghat, Ramkatora, Lahurabir, Maldahiya, Nai Sadak, Maidagin

Targeted Agencies:

R. K. Enterprises

P. P. Enterprises

Shivam Agency

PRODUCT PROFILE


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Product Available in Varanasi Market and Rates, Volume, Profit, Cost As on

May 2009

Coca Cola has a wide range of products at different volumes

PRODUCT LINE

Coca Cola

Thums Up

Sprite

Fanta

Limca

Maaza (RGB)

Maaza Tetra

Kinley Soda

Kinley Water

PRODUCT VOLUMES AVAILABLE

200 ML

250 ML

300 ML

350 ML

600 ML

1.2 LT.

2.25 LT.


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BEST BEFORE DATE

RGV (200 ML, 300 ML) : 6 Months

Mobile (600 ML) : 2.5 Months

Can (330 ML) : 6 Months

Pet (2 LT.) : 3 Months

Prices per bottle on different volumes

SOFT DRINK

VOLUME COST

200 ML & 250 ML 08

300 ML 10

600 ML 22

2.25 LT. 55

350 ML 25

Price of empty crate 280 Rs.

NO. OF BOTTLES AND THEIR COST

VOLUME NO. OF BOTTLE COST

200 ML 24 168

300 ML 24 216

600 ML 24 450

2 LT 09 460


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CAN 24 552

SODA (300 ML) 24 124

KINLEY (WATER) 12 128

NO. OF BOTTLES / CRATE

VOLUME BOTTLE

200 ML 24

250 ML 24

300 ML 24

600 ML 24

2 LT 09

1 LT (WATER) 12

CANE 24

RETAILERS PROFIT

VOLUME COST PROFIT

200 ML 168 24

300 ML 216 24

600 ML 492 24

2.25 LT 460 35

CAN 552 48


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System(s) concerned with the topic in Vogue in the

Organization

Water, a thirst quencher that refreshes, a life giving force that washes all the toxins

away. A ritual pure Water, a thirst quencher that refreshes a life giving force that

washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water,

the most basic need of life, the very sustenance of life, a celebration of life itself.

The importance of water can never be understated. Particularly in a nation such as

India where water governs the lives of the millions, be it as part of everyday rituals

or as the monsoon which gives life to the sub - continent.

Kinley water understands the importance and value of this life giving force. Kinley

water thus promises water that is as pure as it is meant to be. Water you can trust to

be truly safe and pure.

Kinley water comes with the assurance of safety from the Coca - Cola Company.

That is why we introduced Kinley with reverse-osmosis along with the latest

technology to ensure the purity of our product. That's why we go through rigorous

testing procedures at each and every location where Kinley is produced.

Because we believe that right to pure, safe drinking water is fundamental. A universal

need that cannot be left to chance.

Fire that cleanses, purifies, transforms. Water, the most basic need of life, the very

sustenance of life, a celebration of life itself.


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Maaza was launched in 1976. Here was a drink that offered the same real taste of

fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca Cola India. Maaza currently dominates the

fruit drink category.

Over the years, brand Maaza has become synonymous with Mango. This has

been the result of such successful campaigns like Taaza Mango, Maaza Mango and

Botal mein Aam, Maaza hain Naam". Consumers regard Maaza

as wholesome, natural, fun drink which delivers the real experience of fruit.

Position:

The current advertising of Maaza it as an enabler of fun friendship moments between

moms and kids as moms trust the brand and the kids love its taste. The campaign

builds on the existing equity of the brand and delivers a relevant emotional benefit to

the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza"


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Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190

countries.

In India, Sprite was launched in year 1999 & today it has grown to be one of thefastest growing soft drinks, leading the Clear lime category.

Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth,

Sprite has stood for a straight forward and honest attitude. Its clear crisp refers

hingtaste encourages the today's youth to trust their instincts, influence them to be

true to who they are and to obey their thirst.


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Lime n Lemony Limca, the drink that can cast a tangy refreshing spell on anyone,

anywhere. Born in 1971 Limca has been the original thirst choice, of millions of

consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and Limca

continues to be the leading Flavor soft drink in the country.

The success formula? The sharp fizz and lemony bite combined with the single

minded positioning of the brand as the ultimate refresher has continuously

strengthened the brand franchise. Limca energizes refreshes and transforms. Dive

into the zingy refreshment of Limca and walk away a new person


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Internationally, Fanta - The 'orange' drink of The Coca - Cola Company, is

seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in

the year 1993.

Over the years Fanta has occupied a strong market place and is identified as The

Fun Catalyst.

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and

tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging

one to indulge in the moment. This positive imagery is associated with happy, cheerful

and special times with friends.


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Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally,

introduced in 1977, Thums Up was acquired by The Coca - Cola Company in

1993.

Thums Up is known for its strong, f izzy taste and its confident, mature and uniquely

masculine attitude. This brand clearly seeks to separate the men from the boys.


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OBJECTIVES OF THE RESEARCH PROJECT

1. To study the sales and distribution network and brand preference of consumer

survey towards coca-cola products.

2. To study the service frequency and brand preference of retailers survey towards

Coca cola and Pepsi.

3. To analyze theretailer behavior towards service.

4. To identify the retailer segment that sales Coca - Cola products.

5. To identify the retai ler satisfaction level regarding various attributes of coca

cola product.

RESEARCH METHODOLOGY

REseach type: exploratory

Research : A careful investigation or enquiry specially through search for newfacts in any branch of knowledge.

Methdology:Methodology can be defined as:

1. The analysis of the principles of methods, rules, and postulates employed bya discipline.

2. The systematic study of methods that are, can be, or have been appliedwithin a discipline.

3. A particular procedure or set of procedures.

Research Methodology: Research Methodology is a way to systematicallysolve the research problem. It may be understood as a science of studying howresearch is done scientifically. In it we study the various steps that are generallyadopted by a researcher in studying his/her research problem along with the logicbehind them.


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Steps involved in my Research:

Step 1: Research objectives were decided.

Step 2: The appropriate data collection method was determined.

Step 3: The information required by each objective was determined.

Step 4: survey was conducted.

Step 5: Data was collected.

Step 6: Data was analyzed and interpreted.

Step 7: Final report was made.

RESEARCH DESIGN

The Research Design is the conceptual structure within which research isconducted, it constitutes the blueprint for the collection , measurement and analysisof the data. As such the design includes an outline of what the researcher will dofrom writing the hypothesis and its operational implications to the final analysis of thedata.

SAMPLE SIZE

The sample size of a statistical sample is the number of observations that constituteit. It is typically denoted n, a positive integer (natural number).

In my Project Sample Size was 300.

SAMPLE UNIT


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Sample unit may be a geographical one such as state, district,village etc. or aconstruction unit such as house, flat etc or may be a social unit such family, club ,school etc or it may be may be an individual. The Research will have to decide oneor more of such units that he has to select for his study.In my project Sample Unit

was VARANASI.

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given population. Itrefers to the technique or the procedure the researcher would adopt in selectingitems for the sample.CHARACTERISTICS OF A GOOD SAMPLE DESIGN:

Sample design must result in a truly representative sample Sample design must be such which results in a small sampling error.

Sample design must be such so that systematic bias can be controlled in abetter way.

Sample should be such that the results of the sample study can be applied, ingeneral, for the universe with a reasonable level of confidence.

TYPES OF SAMPLING

Probability sampling

Non- probability sampling

Probability sampling:

Probability sampling is also known as random sampling or chance sampling.Under this sampling design, every item of the universe has an equal chance ofinclusion in the sample. Random sampling ensures the law of Statistical Regulatorywhich states that if on an average the sample chosen is a random one, the sample

will have the same composition and characteristics as the universe. It is consideredas the best technique of selecting a representative sample.

Non- probability sampling:

Non- probability sampling is that sampling procedure which does not afford anybasis for estimating the probability that each item in the population has of being


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included in the sample. In this type of sampling, items for the sample are selecteddeliberately by the researcher; his choice concerning the items remains supreme.There is always the danger of bias entering into this type of sampling technique.

SOURCE(S) OF DATA

PRIMARY DATAThe Primary Data are those which are collected afresh and for the first time , and

thus happen to be original in character.

PRIMARY DATA COLLECTION:

In primary data collection, you collect the data yourself using methods such asinterviews and questionnaires. The key point here is that the data you collect isunique to you and your research and, until you publish, no one else has access to it.

There are many methods of collecting primary data and the main methods include:

questionnaires

interviews

focus group interviews

observation

case-studies

diaries.

SECONDARY DATA

The Secondary data on other hand, are those which have already been collected by

someone else and which have already been passed through the statistical process .

SOURCES OF SECONDARY DATA:Books , internet , New Paper, Magazines and Research Journals etc.

TOOLS USED FOR DATA COLLECTION


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Questionnaires & informal interview

TECHNIQUES USED FOR DATA ANALYSIS

Pie Chart , Exploded Pie Chart

INTERPRETATION &DATA ANALYSIS

QUESTIONNAIRES

OUTLET SURVEY FORM

Date://.

Outlet Name ...

Full Address ...Zip Code ...

Telephone No...

Owner Name .Mob. No....

GST No. CST No......

Contact Person .Mob. No.

...

Landmark ...

Market Name...

Route Name ...

Salesman Name

...

Category E&D Convenience Grocery

Others

Grade Diamond Gold Silver

Bronze

Outlet Type HVO Normal

Credit Party Yes No

Key Account Yes No


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Glass Capacity in C/s

.AR Outstanding

.

Invoice Detail

.

Market COL Brand COL in

C/s

Market COD Brand COL in C/s

SGA Type Mfd. By .. Sr. No. Date

..

CONSUMER SURVEY

NAME OF CUSTOMERS ...

AGE .

QUALIFICATION .

OCCUPATION

ADDRESS

1. Do you know soft drink cola company name?

(Y/N) .

2. Do you consume soft drink cola?

(Y/N) .

3. How you select your soft drink?

a. On the basis of brand

b. On the basis of tastec. On the basis of advertisementd. On the basis of pricee. On the basis of availability

4. Do you consume only one brand or many others?

a. If one then which b. If many then which one is more .


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5. Mostly where do you consume your brand?

a. Retail shopb. Restaurantc. Homely functions

6. From which source you know more information about your brand?

a. TV CHANNELb. News paper/magazinesc. Hoarding

7. Do you remember any advertisement of?

a. Coca-Colab. Pepsi

RETAILER SURVEY

Name of Retailer / Shop ...

Address .

1. How many soft drink companies are in the market?

2. Do you have all these companies? (Y/N)

3. Which one is the largest selling brand? 4. How many carettes / cases do you sold in a week / day?

BrandCoca ColaPepsi

5. How many customers demand as a brand or any cola (in percentage)?

...........................................................................................

6. Which brands customers ask more

a. coca cola

b. Pepsi

7. In which company do you get more benefit?

a. Coca-Cola


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b. Pepsi

8. If they have SGA:

a. Company Name

b. SGA Type

c. ID No.

BRANDED Vs NON BRANDED CUSTOMERS

There are so many brands of both Pepsi and Coca Cola which are:

Sl. No. Brand of Coca Cola Brand of Pepsi

1 Coke Pepsi2 Thums Up 7 Up3 Limca Mirinda (Limca)4 Fanta Mirinda (Orange)5 Maaza Slice6 Sprite Mountain Dew7 ************ ************


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RETAILERS

Total No. of Respondents / Retailers = 100.

Total No. of Respondents who have all Companies = 60.

Total No. of Respondents who have Coca Cola = 30.

Total No. of Respondents who have Pepsi = 10.

Retaile

6030

10

Both

Coca Col

Pepsi


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REASON OF BRAND PREFERENCE

There are so many reasons for selecting their brand:

Taste

Brand

Advertisement

Price

Availability

Coldness

This graph shows that customers consume their brand for:

50 % Customers Drink for Taste

30 % Customers are Branded Customers, they feel pleasure to use that

Brand Preference

50%

30%

12% 8% Taste

Brand

Availability

Coldness


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brand.

12 % Customers are compromising customers, they compromise with

availability.

8 % Drink for Relief from Summer

SINGLE BRANDED CUSTOMERS

VS

MANY BRANDED CUSTOMERS

There are 60 % Consumers who consume only one brand, it may be Coke,

Pepsi or any other local brand.

40 % Consumers are many Branded.

Single Vs Many Brand Customers

60%

40%

Single Branded

Many Branded


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MAIN DECISION INFLUENCERS IN FAMILY WHILE BUYING COLA

PRODUCTS

Children : 31 %

Youngsters : 48 %

Middle Aged : 21 %

Old Members : 0 %

Main Influencer in Buying Cola

Products

31%

48%

21% 0%

Children

Youngsters

Middle Aged

Old Members


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PLACE WHERE PEOPLE

CONSUME COLA

Retail Shops : 58 %

Restaurants : 37 %

Home and Party : 5 %

Place to Consume Cola

58%

37%

5%

Retail Shop

Restaurants

Home & Party


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R. K. Enterprises:

Position of SGA

Total No. of SGA : 86 (Coke) + 30 (Pepsi) = 116

Coke SGA:

o VC 65

o CC 15

o EBC 6

Pepsi SGA:

o VC 22

o CC 2

o EBC 6

Position of Outlet

Total No. of Outlet : 150 (Coke) + 60 (Pepsi) + 50 (Mix) = 260

o Coke 150

o Pepsi 80 60

o Mix 281 50

o Nw 4 (Not Worked)

Loading Vehicles

Total No. of Vehicles: 3

o Vikram 2


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o Tempo 1

P. P. Enterprises:

Position of SGA


Coke SGA:

o VC 43

o CC 10

o EBC 2

Pepsi SGA:

o VC 14

o CC 3

o EBC 2

Position of Outlet


o Coke 85

o Pepsi 80 35

o Mix 281 40

Loading Vehicles


o Vikram 2


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o Tempo 1

Shivam Agency:

Position of SGA


Coke SGA:

o VC 85

o CC 27

o EBC 3

Pepsi SGA:

o VC 33

o CC 15

o EBC 2

Position of Outlet


o Coke 240

o Pepsi 80 90

o Mix 281 115

Loading Vehicles


o Vikram 2


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o Tempo 1

FINDINGS

1. Maximum numbers respondents have Coca Cola.

2. In order to select soft drinks Consumers gives value to the taste over the

brand, availability and coldness.

3. Maximum of consumers select only on brands that represent 60%.

4.Youngsters influences buying decisions over children, middle aged and oldmembers.

5. Maximum consumers consume Coca Cola at Retail Shops.


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CONCLUSION

There are some important conclusions about brand preferences:

Coca - Cola brand is most famous among retailers and consumers at

Varanasi.

Under Coca - Cola Thums Up is most famous brand which is

recognized for its strong taste.

There are also a large no. of unbranded customers, who are totally

retailer oriented. We should try to convert them into coke branded customers

by good supply to retailers.

According to survey 28 % retail outlets were captured by Coca - Colaonly where as only 12 % was captured by Pepsi. This is a major advantage

to us. We can increase this no. by converting mix outlets into our

monopoly outlets by giving them some extra benefits.

Thunda Matlab Coca - Cola is the most famous add.


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LIMITATIONS OF THE RESEARCH

There could be bias on part of consumers while providing the information

regarding the product and company.

Scope of research is confined to 300.

Shortage of time on part of retailers and consumers was also a constraint.

RECOMMENDATION

Bottle Exchange Problem:

The Pepsi bottle will not exchange - Season rule coke bottle. Company bound to

not exchange bottle of coke with Pepsi

Delivery not on time so b' coz of this sale of coke went down.

If company wants to run this type of rule the delivery on time is solution of

problems.

In some areas retailers were not aware about the scheme so company

want to issue any rule it should we inform to retailers before 2 or three days

and it is liabilities of agency to inform all the retailers on the time.

Scheme Problem:

Scheme on the carrot is not income of retailers but of the trauliman the shops,

which is on main road trauliman, provide him scheme but inland area shop

they not provide them scheme to him. But they know about the scheme so

there is anger for company from there side.

If any scheme is for 7 days they inform to retailers after 2 days and ending

before 2 days all scheme goes in the pocket of trauliman.


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Agency also works on some specific shop in the frate dealer area and

they provide him scheme. Scheme is income of frate dealer, on the

working shop he do not give so in this area scheme is bone of Contusion

Company should pay attention on frate dealers.

SGA Problem:

There are two types of problem:

SGA not working well

SGA is not according to there requirement

o In the season there are 40 % complain for not working well, complain

no.0542 - 3100492 but there is no response from his side, I

have enclosed my survey paper in this context.

o Survey should be conduct by the company only for SGA in the season

b'coz there are so many outlets which has freeze size problem

means there sales is more than there capacity of freeze and some

outlet has big freeze so there should be exchange process.


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SCOPE OF THE MARKETING RESEARCH

Ad Tracking periodic or continuous in-market research to monitor a brandsperformance using measures such as brand awareness, brand preference, andproduct usage. (Young, 2005)

Advertising Research used to predict copy testing ortrack the efficacy ofadvertisements for any medium, measured by the ads ability to get attention,communicate the message, build the brands image, and motivate the consumer topurchase the product or service. (Young, 2005)

Brand Equity Research - how favorably do consumers view the brand?

Brand association research - what do consumers associate with the brand?

Brand attribute research - what are the key traits that describe the brand promise?

Brand name testing - what do consumers feel about the names of the products?

Commercial eye tracking research - examine advertisements, package designs,websites, etc by analyzing visual behavior of the consumer

Concept testing - to test the acceptance of a concept by target consumers

Coolhunting - to make observations and predictions in changes of new or existingcultural trends in areas such as fashion, music, films, television, youth culture andlifestyle
http://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wiktionary.org/wiki/brandhttp://en.wikipedia.org/wiki/Advertising_Researchhttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Commercial_eye_trackinghttp://en.wikipedia.org/wiki/Concept_testinghttp://en.wikipedia.org/wiki/Coolhuntinghttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wiktionary.org/wiki/brandhttp://en.wikipedia.org/wiki/Advertising_Researchhttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Commercial_eye_trackinghttp://en.wikipedia.org/wiki/Concept_testinghttp://en.wikipedia.org/wiki/Coolhunting


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Buyer decision processes research - to determine what motivates people to buyand what decision-making process they use

Copy testing predicts in-market performance of an ad before it airs by analyzing

audience levels ofattention, brand linkage, motivation, entertainment, andcommunication, as well as breaking down the ads flow of attention and flow ofemotion. (Young, p 213)

Customer satisfaction research - quantitative or qualitative studies that yields anunderstanding of a customer's of satisfaction with a transaction

Demand estimation - to determine the approximate level of demand for the product

Distribution channel audits - to assess distributors and retailers attitudes towarda product, brand, or company

Internet strategic intelligence - searching for customer opinions in the Internet:chats, forums, web pages, blogs... where people express freely about theirexperiences with products, becoming strong "opinion formers"

Marketing effectiveness and analytics - Building models and measuring results todetermine the effectiveness of individual marketing activities.

Mystery ConsumerorMystery shopping - An employee or representative of themarket research firm anonymously contacts a salesperson and indicates he or she isshopping for a product. The shopper then records the entire experience. This

method is often used for quality control or for researching competitors' products.

Positioning research - how does the target market see the brand relative tocompetitors? - what does the brand stand for?

Price elasticity testing - to determine how sensitive customers are to pricechanges

Sales forecasting - to determine the expected level of sales given the level ofdemand. With respect to other factors like Advertising expenditure, sales promotionetc.

Segmentation research - to determine the demographic, psychographic, andbehavioural characteristics of potential buyers

Online panel - a group of individual who accepted to respond to marketing researchonline
http://en.wikipedia.org/wiki/Buyer_decision_processeshttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wiktionary.org/wiki/attentionhttp://en.wiktionary.org/wiki/brand_linkagehttp://en.wiktionary.org/wiki/motivationhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wikipedia.org/wiki/Customer_satisfaction_researchhttp://en.wikipedia.org/wiki/Demandhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Marketing_effectivenesshttp://en.wikipedia.org/wiki/Mystery_Consumerhttp://en.wikipedia.org/wiki/Mystery_shoppinghttp://en.wikipedia.org/wiki/Positioning_(marketing)http://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Price_elasticity_of_demandhttp://en.wikipedia.org/wiki/Market_segmenthttp://en.wikipedia.org/wiki/Demographicshttp://en.wikipedia.org/wiki/Psychographichttp://en.wikipedia.org/wiki/Online_panelhttp://en.wikipedia.org/wiki/Buyer_decision_processeshttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wiktionary.org/wiki/attentionhttp://en.wiktionary.org/wiki/brand_linkagehttp://en.wiktionary.org/wiki/motivationhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wikipedia.org/wiki/Customer_satisfaction_researchhttp://en.wikipedia.org/wiki/Demandhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Marketing_effectivenesshttp://en.wikipedia.org/wiki/Mystery_Consumerhttp://en.wikipedia.org/wiki/Mystery_shoppinghttp://en.wikipedia.org/wiki/Positioning_(marketing)http://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Price_elasticity_of_demandhttp://en.wikipedia.org/wiki/Market_segmenthttp://en.wikipedia.org/wiki/Demographicshttp://en.wikipedia.org/wiki/Psychographichttp://en.wikipedia.org/wiki/Online_panel


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Store audit - to measure the sales of a product or product line at a statisticallyselected store sample in order to determine market share, or to determine whether aretail store provides adequate service

Test marketing - a small-scale product launch used to determine the likelyacceptance of the product when it is introduced into a wider market

Viral Marketing Research - refers to marketing research designed to estimate theprobability that specific communications will be transmitted throughout an individualsSocial Network. Estimates ofSocial Networking Potential- (SNP) are combinedwith estimates of selling effectiveness to estimate ROI on specific combinations ofmessages and media.
http://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Test_markethttp://en.wikipedia.org/wiki/Viral_Marketing_Researchhttp://en.wikipedia.org/wiki/Social_Networkhttp://en.wikipedia.org/wiki/Social_Networking_Potentialhttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Test_markethttp://en.wikipedia.org/wiki/Viral_Marketing_Researchhttp://en.wikipedia.org/wiki/Social_Networkhttp://en.wikipedia.org/wiki/Social_Networking_Potential


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BILIOGRAPHY/ REFERENCES

Books References:

1. Marketing Management by Philip Kotler.2. Research Methodology by CR Kothari.3. Marketing Research by GC Beri.

Internet References:

1.http://en.wikipedia.org2. www.allbusiness.com

3. www.yourdictionary.com

APPENDICES

BRAND

A brand is a name ortrademark connected with a product or producer. Brands havebecome increasingly important components of culture and the economy, now beingdescribed as "cultural accessories and personal philosophies"

CONCEPTS

Some people distinguish the psychological aspect of a brand from the experientialaspect. The experiential aspect consists of the sum of all points of contact with thebrand and is known as the brand experience. The psychological aspect, sometimes
http://en.wikipedia.org/http://www.allbusiness.com/http://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/http://www.allbusiness.com/http://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Product_(business)


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referred to as the brand image, is a symbolic construct created within the minds ofpeople and consists of all the information and expectations associated with aproduct or service.

People engaged in branding seek to develop or align the expectations behind thebrand experience, creating the impression that a brand associated with a product orservice has certain qualities or characteristics that make it special or unique. A brandis therefore one of the most valuable elements in an advertising theme, as itdemonstrates what the brand owner is able to offer in the marketplace. The art ofcreating and maintaining a brand is called brand management. Orientation of thewhole organisation towards its brand is called integrated marketing.

Careful brand management, supported by a cleverly crafted advertising campaign,can be highly successful in convincing consumers to pay remarkably high prices forproducts which are inherently extremely cheap to make. This concept, known as

creating value, essentially consists of manipulating the projected image of theproduct so that the consumer sees the product as being worth the amount that theadvertiser wants him/her to see, rather than a more logical valuation that comprisesan aggregate of the cost of raw materials, plus the cost of manufacture, plus the costof distribution. Modern value-creation branding-and-advertising campaigns arehighly successful at inducing consumers to pay, for example, 50 dollars for a T-shirtthat cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal thatcontains a few cents' worth of wheat.

Brands should be seen as more than the difference between the actual cost of aproduct and its selling price - they represent the sum of all valuable qualities of a

product to the consumer. There are many intangibles involved in business,intangibles left wholly from the income statement and balance sheet whichdetermine how a business is perceived. The learned skill of a knowledge worker, thetype of metal working, the type of stitch: all may be without an 'accounting cost' butfor those who truly know the product, for it is these people the company should wishto find and keep, the difference is incomparable. By failing to recognize these assetsthat a business, any business, can create and maintain will set an enterprise at aserious disadvantage.

A brand which is widely known in the marketplace acquires brand recognition.When brand recognition builds up to a point where a brand enjoys a critical mass of

positive sentiment in the marketplace, it is said to have achieved brand franchise.One goal in brand recognition is the identification of a brand without the name of thecompany present. For example, Disney has been successful at branding with theirparticular script font (originally created for Walt Disney's "signature" logo), which itused in the logo forgo.com.
http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Integrated_marketinghttp://en.wikipedia.org/wiki/The_Walt_Disney_Companyhttp://en.wikipedia.org/wiki/Go.comhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Integrated_marketinghttp://en.wikipedia.org/wiki/The_Walt_Disney_Companyhttp://en.wikipedia.org/wiki/Go.com


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Consumers may look on branding as an important value added aspect of products orservices, as it often serves to denote a certain attractive quality or characteristic (seealso brand promise). From the perspective of brand owners, branded products orservices also command higher prices. Where two products resemble each other, but

one of the products has no associated branding (such as a generic, store-brandedproduct), people may often select the more expensive branded product on the basisof the quality of the brand or the reputation of the brand owner.

In - Depth Section

SE rejects offer to meet Coca Cola, Says process has been

compromised

Had initially agreed to meet in good faith. But will not do so now, since

public policy is compromised

Believes these are nothing but efforts to delay and prevaricate on standards

Sends Union health ministry point-by-point response. Says no substance in

the charge that CSE report is "inconclusive" or "inconsistent"

New Delhi, September 6, 2006: Protesting the double standards of the soft drinks

industry and the inordinate delays in setting norms, Centre for Science and

Environment (CSE) has rejected an offer of a meeting extended by Coca - Cola.

On August 16, Coca-Cola had invited CSE to a meeting to discuss the issue of

pesticide residues in its products. CSE had, initially, agreed to the meeting - but on

the condition that the agenda be confined to regulations. Clarifying CSE's position,

its director Sunita Narain said: "Our initial response of acceptance to the meeting

was in good faith, believing that the company was genuinely interested in a

dialogue on how the process of regulation and standard setting would move

forward. But recent events since then make it clear that public policy is being

compromised, and therefore, we cannot see the purpose of a meeting between

Coca - Cola and us."
http://en.wikipedia.org/wiki/Value_addedhttp://en.wikipedia.org/wiki/Generic_brandhttp://en.wikipedia.org/wiki/Value_addedhttp://en.wikipedia.org/wiki/Generic_brand


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In its letter to the CEO of Coca-Cola India, CSE has explained why it believes

public policy has been compromised. The report of the expert committee of the

Union ministry of health and family welfare was "based verbatim on the comments

of the scientists that (the) company had flown down from London." Furthermore,

CSE says its "response to the expert committee report will make it clear that the

evidence used to discredit (its) report is based on what can be, at best, called

misinterpretation of scientific data and at worst, a deliberate and well-orchestrated

strategy to thrash (its) analysis and work".

CSE has reiterated its concern that these tactics to delay and divert are not new. Ithas reminded the Coca-Cola CEO how on March 29, 2006, the critical meeting of

the Bureau of Indian Standards (BIS) convened to finalize standards for

carbonated beverages was sought to be stymied. How a letter dated the same

day, written by the Union health secretary asking for the standards to be deferred,

was in the knowledge of the cola majors. This evidence of collusion, CSE says,

"shocked" all. But sadly, nothing has changed. CSE's letter makes it clear that this

is an effort to delay and prevaricate on notifying standards already finalized by the

BIS so that the process can move towards validation of the test methodology.

CSE concludes: "In these circumstances, we have little to discuss with your

company. We therefore, offer you our regrets for not accepting your offer to meet."

CSE has also sent a detailed point-by-point rebuttal of the expert committee report

to the Union health ministry, which makes it amply clear that this is nothing but a

well-orchestrated campaign of vilification. The Joint Parliamentary Committee

(JPC) had cleared and endorsed every aspects of its 2003 study. CSE's current

study has followed exactly the same methodology and given similar results - and

yet this campaign is underway. "If anything, we have gone a step further and

reconfirmed our findings through a GC-MS as was suggested by the JPC. We,


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therefore, believe that any further enquiry in this matter is unwarranted and will

divert the attention from the main issue: regulation of these products," says CSE.

After careful scrutiny of the report of the expert committee, CSE says in its reply:

"We do not accept that it is justified to say that our report on pesticide residues is

"inconclusive" or even "inconsistent". The fact is that there has been a careful and

deliberate attempt to misinterpret our report or to find fault where none exists".

CSE has given three examples to elaborate its point:

The expert committee's claim that the CSE report was inconclusive was

based on misinterpretation. The fact is that CSE has used the GC-MS

laboratory equipment to reconfirm the identity of the pesticides and not toquantify it, as claimed by the ministry. In fact, CSE has used other

equipments - the GC-ECD and the GC-NPD to identify, quantify and

even confirm the pesticides.

The expert committee's claim that the CSE report is "inconsistent" is based

on incorrect understanding of tropical toxicology. The ministry's committee

has parroted the contention of Coca - Cola sponsored scientists that it is

unlikely that the samples could have had residues of HCH isomers or

Heptachlor as it has been banned since 1996. CSE, in its reply, has given

detailed references of studies conducted by the ministry's own scientists,

which have detected the same pesticides. "Therefore, unless all studies

done in India are wrong, the CSE study cannot be dismissed as

inconsistent," says its reply.

The expert committee's claim that the CSE report should not have found

Malathion shows complete disrespect and dismissal of the JPC report,

which had discussed this issue and resolved it clearly. It reveals that the

intent of the expert committee is not to conduct an impartial enquiry but to

persist in raising unwarranted issues against CSE and its laboratory, and to


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discredit and harass its scientists.

CSE has appealed to the ministry that standards for the final product should be

notified urgently. "It is not enough to issue advisories against the health aspects of

soft drinks, it is equally and more imperative that we set regulations so that people

are reassured of their safety", says its letter to the ministry.

Ganguly panel confirms pesticide in soft

drinks

Kushal P. S.

The committee headed by N K Ganguly, director

general, Indian Council of Medical Research, has finally

made its recommendations, mooting a final product

standard to regulate soft drinks. The committee's report,

filed in the Supreme Court on March 13, now paves the

way for the Union ministry of health and family welfare to

finalize and notify a mandatory final product standard for

pesticide residues in soft drinks.

When in place, these standards will be the world's first soft drink companies will

have to meet. The recommendations come as a vindication for the Centre for

Science and Environment's (CSE's) research on pesticide residues in soft drinks.

For almost four years it has been advocating a final product standard for soft drinks

as a public health imperative. This demand had been endorsed by a joint

parliamentary committee (JPC) in February 2004, which directed the government to

establish a final product standard.

SHYAMAL


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The Ganguly committee has recommended a "maximum residue level of one part

per billion (ppb) for an individual pesticide for carbonated water" The panel's report

has based its recommendations on a public health risk assessment of soft drinks

based on an estimation of quantities consumed.

While the panel has recommended limits for individual pesticides, it has stopped

short of prescribing a limit for total pesticide residues in soft drinks. Even the limits

for individual pesticide prescribed are 10 times the 0.1 ppb limit finalized by the

Bureau of Indian Standard (BIS) in March 2006.

BIS had also prescribed a limit of 0.5 ppb for total pesticide content

The Ganguly committee, also known as the National Level Expert Group, was

constituted in November 2004 by the health ministry to guide the authorities fixing

"maximum residue levels limits of pesticides in carbonated beverages, fruit and

vegetable juices and other finished products"; "on monitoring of pesticides in

carbonated beverages"; and, "based on the contents of the soft drinks/beverages to

advise on their harmful effects". The committee, agreeing with JPC's observations,

said: "Fruits and vegetables juices and other finished products cannot be clubbed

with the carbonated water for fixation of maximum limits." While talking about the

finished product standards for soft drinks, the panel echoed what JPC had said:

"The reason that the other countries have not fixed such limits, should not dissuade

our lawmakers in attempting to do so."

The committee had got samples of sugar, sugar syrup and soft drinks tested. This

was significant since soft drink companies have for long argued that sugar is

contaminated, to avoid regulation. During the meetings of a BIS committee, too,

industry representatives had argued that Indian sugar was contaminated, which

was the sources of residues in their products. But sugar sample tests, both by soft

drink companies and the authorities, had not shown pesticide residues. The


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Ganguly panels test reports reaffirm this. "The results obtained conclusively

demonstrated that sugar manufactured in India and made available to the

carbonated water industry is practically free from pesticide residues and, if used, is

not likely to contribute the levels more than their limits of quantification, i.e., 0.05

ppb." says the report. Even sugar syrup samples showed a complete absence of

pesticide residues.

Residual Issues:

While testing samples of soft drinks to ascertain the levels of pesticides in them,

the panel "found pesticide residues in colas, says an expert enlisted by it.

A total of 19 samples of popular brands of carbonated water were collected from

designated sources from different parts of the country and were tested at the

National Institute of Occupational Health, Ahmedabad. Residues of HCH Isomers

and DDT, both organochlorine pesticides, were detected. Levels of both the

pesticides in certain samples were found to be 2-3.3 times higher than the

individual limit finalized by BIS. Some samples were found to have higher total

pesticide levels than BIS's 0 5 ppb limit

These tests proved to be a setback for the cola companies on one more count,

showing colas can be reliably and repeatedly tested both for monitoring and

regulation. Soft drink companies have maintained that the government cannot set a

standard because their product, being a complex matrix, cannot be reliably tested

in laboratories. In its presentation to the committee, CSE had shown how

governments across the world test soft drinks for pesticide residues.

The committee accepted that laboratory tests can be done to check for pesticides

at sub-ppb levels. In recent times, it is possible to measure residues of several

compounds in single analysis by multi-residue methods at sub-ppb levels using


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which standards were fixed. This is not a scientifically advisable method for setting

a standard Instead, the standard has to be based on pesticides allowed in the

different components of the food basket as is done across the world. This trade-off

between nutrition and pesticides will allow for pesticides in products which are

essential for nutrition and well-being. This would mean that soft drinks will get

minimum allowances for pesticides since they are not essential or nutritive.

This assumes even more significance as monitoring studies have shown that

Indians are exposed to higher contamination levels and no quota for toxins can be

assigned to non - essential categories of food as defined by WHO.

The stage is now set for the health ministry to notify the finished product standards

for soft drinks. While the conservative standards suggested by the Ganguly

committee can be notified as mandatory standards, the standards finalized by the

BIS must also be notified for voluntary certification.

The companies have started making noises about "scientifically validated testing

methodologies" and this might be the next ruse to avoid regulations. The Ganguly

committee has already made detailed observations on testing methodologies and

protocols. A parallel process to validate and notify testing protocols can therefore

begin immediately and the final standard and regulatory framework can be notified

simultaneously.

The Union health and family welfare minister informed parliament on August 22

that his ministry was waiting for the recommendations of the Ganguly committee to

finalise regulations for soft drinks. Now, that the recommendations are in, it's time

to act.


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Company Market Can be Segmented Along 3 Lines

Outlet Volume, Locality Income & Channel Cluster


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Grocery:

Outlets primarily engaged in retailing of food & various household

items. It includes Grocers (Outlets dealing mainly in Grains, Provisions,

Similar Grouping of Outlet

Basis format & Shopper

Occasion

Classifying Outlets basis

Volume per Outlet

Segmenting Consumer

on

Basis of Income

Channel Cluster

Outlet Volume

Locality Income

Grocery

Eating & Drinking

Convenience

Bronze Silver Gold Diamond

Low

Medium

High


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Spices, Edible Oil, Vanaspati etc.) and General Stores (Outlets selling

items of day to day requirement & Stocking a variety of branded

products)

E & D:


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Outlets selling items to eat which are being cooked within outlet, made

at the outlet with possibility of consuming those products within the

outlets. The outlet may have a place to sit. It includes QSRs / Bakery /

Mithai Stores / Restaurants / Bars / Juice Centers / Soft Drink Shops /

Ice Cream Parlors / Tea Shops / Cafes etc.


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Convenience:

Includes outlets which are small stores or shops, generally, accessible

locally. These are often located alongside busy roads. It includes

Chemists / STD Booth / Pan Beedi Shops etc.


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In RED Company emphasize on the marketing elements and coolers

which is provided by company.

Company emphasize on the setting up a cooler either into outlet or

outdoor.

Setup Menu Boards with Combo & Setting up of Hanging Rack.

Setting up Warm Display which attracts the attention of Customers.

SWOT ANALYSIS

Strength:

A Trusted Brand than Pepsi.

Highly motivated Sales Team.

Thums-up & Limca has better brand recall & fetches most of the sales.

A better penetration in the market than the competitors.

Merchandising of Pepsi is stronger than Coca Cola.

Weakness:

Servicing & OYA/SGAs are very irregular and less.

Coke delivers its products on cash but Pepsi on Credit. Thus it is eating up

market share.

PSRs of Pepsi have that much delegation of authority that they can

manipulate schemes & setup monopoly counters whereas Coca Colas

PSRs do not have that authority.

Kinley soda is high in Cost, Comparatively to others. Thus reduces the

market share of company in this segment.

Communication in the sales channel is slow that hampers implementation


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of sales strategy.

Opportunity:

Urban market of soft drinks is getting saturated. And also the rural market

is growing at a pace so by effective strategy this can be a future market for

the products.

Company has to concentrate on product penetration in Hotels, Malls &

Cinema Hall.

Participation in Local festivals (especially during the start of season) &

events must be taken care of.

Threats:

Pepsi is a push product in Varanasi market, and offering more discounts &

schemes than Coca Cola.

Products of Pepsi are pushed on credit.

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